Standout PR Pros Fuse Emotional Intelligence With Intellectual Acumen
English Translation of Original Article by PR Magazine, China PR Network
First Published: 27 Dec 2023, Beijing
Author: Guo Jia
According to relevant reports, the Asia-Pacific region is the world's most challenging region. We had the privilege of interviewing Serina Tan, founder and managing partner of Brewer, to understand her story of serving the Asia-Pacific market.
The Precise PR Pro
"Not advancing is retreating" and "No one teaches you anything you can’t teach yourself" — Serina still values these pieces of advice from her seniors, given to her during her early days in the industry. She says, "The vibrant public relations industry was highly intriguing to me, and although I faced many challenges when I first started, I didn't think too much about it at the time. I simply followed the advice of my seniors, viewing these challenges as opportunities for growth. Over time, I became more resilient."
The more Serina delved into her work, the more she discovered the incredible diversity within public relations.
"Each client's need is unique, every campaign is a fresh canvas for creativity. This diversity keeps me engaged and intellectually stimulated . No two days are alike, and there's always something new to learn, making this journey endlessly exciting."
In 2014, Serina built the Singapore office from scratch at her former firm. Inspired by the challenge and thrill of building something significant, Serina transformed it into a regional powerhouse for the Asia-Pacific market. Through collective efforts, Serina and her team secured numerous major clients in Asia-Pacific and Singapore, winning several industry awards. It was through this work that Serina was recognized by the "Campaign APAC 40 under 40" award in 2019.
In September 2021, Serina took a bolder step by founding Brewer. Since then, she has passionately focused on strategic advisory and communications training. Over the years, Serina has adhered to the core values of excellence, integrity, and keeping promises. She believes that consultants should not only follow orders but also provide strategic guidance based on thoughtful analysis.
"When proposing solutions, substance is key. I'm an advocate of ideas that are robust, purposeful, and tailored to address the unique challenges our clients face."
According to Serina, there's no one-size-fits-all approach in PR; creative and innovative thinking is what sets PR professionals apart. Under her leadership, Brewer won the 2023 PRCA APAC Best New Consultancy Award, along with appointments by globally renowned clients such as Danone and The Trade Desk.
As a leader, Serina’s journey has been one of continuous growth. She has evolved from being a perfectionist to embracing imperfections, understanding that everyone is a constant work-in-progress. Since entering the PR industry, she has always aspired to be in the top 10% of industry practitioners.
"Mediocrity is not in my dictionary. I embrace progress and over time, learned to value continuous improvement over perfection. I'm devoted to continually refining my craft, while nurturing meaningful relationships, be it with colleagues, clients, or partners - with the end goal of achieving mutual growth and shared success."
The APAC PR Pro
The Asia-Pacific region, with a population of 4.3 billion, boasts rich cultural, linguistic, and economic diversity. Crafting successful communication strategies in the Asia-Pacific region requires firms to effectively navigate this diversity. With digital advancements, social media and digital platforms in the region have become more diverse. Embracing digitization has become a prerequisite for PR professionals entering the Asia-Pacific region. Additionally, given the region's characteristics, PR activities need hyper localization. In the localization process, striking a delicate balance between global strategies and local nuances, known as "glocalization," becomes a challenge that PR professionals must consider.
Serina believes that the PR environment in the Asia-Pacific region is diverse and dynamic, presenting both challenges and opportunities. In this complex mosaic of diverse cultures, languages and market intricacies, successful PR strategies are rooted in cultural respect, technical proficiency, and acute insights into local nuances.
To achieve this, PR professionals need to:
PR professionals in the Asia-Pacific region should also avoid the following:
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"I’m dedicated to building a platform where our teams thrive, our clients find unparalleled value, and innovation knows no bounds. We are excited about the rich diversity of the Asia-Pacific region, and recognise the unique potential each subregion holds. My role transcends mere leadership; it's about spotting opportunities, forging connections, and guiding our clients and team toward shared success.”
Serina believes that Brewer’s hands-on, results-driven and strategic approach not only promotes the integration of Brewer into the global PR industry but also propels the region forward. Brewer’s commitment to excellence ensures that the firm not only meets but exceeds the evolving demands of the global communications landscape.
The Progressive PR Pro
The "Belt and Road" initiative has deepened China's ties with countries like Indonesia. With companies in these regions increasingly expanding within and outside Asia, there is an anticipated surge in cross-market PR demand. Simultaneously, the landscape of regional communication centers is constantly evolving.
Unlike the traditional focal points in Singapore or Hong Kong, these hubs are now strategically positioned where enterprises are headquartered. This trend underscores the significance of aligning PR efforts with the heart of business operations, ensuring a nuanced, culturally sensitive approach in the ever-expanding global market.
Innovation in the PR industry is vital to ensure its sustainability. Serina believes that to drive innovation, we must transform organizational models. In this regard, she provided three suggestions.
Firstly, there is a need to reflect on whether traditional metrics such as timesheets, and staff utilization still make sense. It is essential to recognize the value of non-billable work like culture building and business development.
Secondly, PR must have a seat at the boardroom. Elevating perspectives is crucial, and PR should be seen as a strategic business solution, using the power of communication to address higher-level challenges faced by companies.
Lastly, leadership plays a crucial role in promoting innovation. Agency leaders need to actively champion creativity, and their enthusiasm and creativity will set the tone for the entire team. By maintaining an open mind through forward-thinking and encouraging creative exploration, PR companies can truly achieve further growth to meet the needs of the modern world.
In the relentless pursuit of innovation, stress is a constant companion in the high-pressure world of public relations. Serina has personally experienced burnout and witnessed talented peers leaving the PR industry for similar reasons.
Before founding Brewer, she completed positive psychology and mindfulness courses at renowned institutions such as the University of California, Berkeley, the University of North Carolina, and the Singapore Management University. Through these courses, she realized that efforts to create a sustainable PR industry and raise awareness of mental health are crucial.
She explains, “Our professional journeys are a marathon, not a sprint, and safeguarding mental wellbeing is vital for all in the industry. Through skills training and support, we can cultivate a healthier working environment.”
Since its establishment, Brewer has collaborated with PRCA APAC and other organizations, hosting mental health workshops for PR professionals. On October 10th, World Mental Health Day, Brewer held a “Self Care for PR Pros” workshop, with PR professionals from around the world participating. As public awareness and individual focus on mental health increase, the PR industry will have more opportunities to contribute to these essential activities, showcasing the industry’s empathy and social impact.
Serina believes that an outstanding PR professional needs to combine emotional intelligence with intellectual intelligence. She sees this balance from three perspectives:
1. Emotionally and Socially: the ability to empathise, forge authentic relationships and connect deeply with clients, media, colleagues, and partners is paramount.
“We must genuinely care about our clients' businesses, going beyond mere transactions and fostering authentic connections.”
2. Mentally: Resilience and a positive mindset are crucial, with perseverance being the key.
3. Intellectually: A keen interest and understanding of macroeconomics, global affairs, various industries, and business functions is essential.
“A rich knowledge base equips us as skillful consultants, enabling us to craft communication solutions that truly resonate with our clients' business needs”.
Serina believes that it's this balance of emotional insight, mental fortitude, and intellectual acumen that defines exceptional PR professionals.
In her leisure time, Serina enjoys participating in various activities, from traveling and experimenting with international cuisines in her kitchen to exploring the arts, and delving into spirituality and psychology. She believes these interests have a common thread: deepening her understanding of different cultures, industries, and human behavior to enhance her skills as a consultant.
Additionally, Serina is passionate about organizing pro-bono mental well-being workshops and participating in speaking engagements, advocating for a cause close to her heart. She says, “Through these efforts, I'm hoping to make positive contributions not only on an international and industry level but also within the immediate community I live in”.
Original article here: https://mp.weixin.qq.com/s/1hA2capVx8v1w7jpVQhXrg